Chiropractic Marketing Strategies

How to Leverage Facebook Ads for Chiropractors

April 22, 2024


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Facebook ads for chiropractors

Picture this: your chiropractic practice popping up on the screens of potential patients, like a beacon of relief in their endless scroll. Facebook ads hold the power to catapult your practice into the limelight, using the platform’s vast reach and laser-sharp targeting.

But, the problem lies in exactly how to set up your paid ads to get to this point. Navigating Facebook ads for your chiropractic practice can sometimes feel like you’re trying to solve a puzzle without seeing the picture on the box. You know all the pieces fit somewhere, but figuring out where they go can be a challenge. Don’t worry; I’m here to guide you through this puzzle, piece by piece, until you see the whole picture—a thriving, patient-filled practice.

This post will walk you through the process of leveraging Facebook ads, from the basics of setting up your campaign to refining your strategy.

Crafting Your First Epic Facebook Ad for Chiropractors

1.Setting Up Your Facebook Business Account

Before you can dive into chiropractic office marketing on Facebook, you’ll need to set up a Business account. This account is your gateway to the world of Facebook advertising, offering a suite of tools designed to launch and manage your campaigns.

Set up your Facebook Business Account using the following steps:


Navigate to Facebook Business: Start by heading over to Facebook for Business. Right there on the page, you’ll see a button that says “Create Account.” Give that button a click—it’s your gateway to new possibilities!


Fill in the Details: You’ll be prompted to enter some basic information about your practice. This includes your business name (make sure it matches the name your patients know you by!), your name, and your business email address.


Verify Your Email: After you input your details, Facebook will send a verification email to the address you provided. Check your inbox, and click the link in the email to confirm that you’re the real deal.


Add Your Ad Account: Once your business page is active, you’ll want to set up your ad account. This is where all the ad magic happens. Go to the “Settings” in your Facebook Business Manager, find the “Ad Accounts” section, and click on “Add.” Follow the prompts to create a new ad account, or if you already have one, you can connect it here.


Get Everything Just Right: Your Business Manager needs a little customization to work its best for you. You can add people who help manage your account, connect with partners, or even add more business pages. Head over to the “Business Settings” section, and explore the options to tailor everything to your practice’s needs.


Two-Factor Authentication: For that extra layer of security (because who doesn’t want their business fortress secure?), set up two-factor authentication. This helps protect your account from any unwelcome visitors. You’ll find this option under the “Security” settings.


Explore and Experiment: Take a moment to click around and familiarize yourself with the various tools and features available to you. From insights and analytics to ad creation tools, it’s like your digital marketing playground. Have fun with it!

2. Choosing the Right Ad Format

Now that we have your Facebook Business Account set up and ready to go, it’s time to dive into creating your ads. Facebook offers various ad formats, including image ads, video ads, and carousel ads. Selecting the right format is crucial for capturing the attention of your potential patients and conveying your message effectively.

  • Image Ads: Perfect for showcasing your practice or a special offer.
  • Video Ads: Ideal for telling a deeper story about your services or sharing patient testimonials.
  • Carousel Ads: Use these to highlight multiple aspects of your practice, such as different services or success stories.

Experiment with creating one of each ad type in the Facebook Ads Manager. Play around with the formats to see which might best convey your message.

3. Crafting Compelling Ad Copy

Your ad’s copy should speak directly to your target audience, addressing their needs and how your chiropractic services can benefit them. Write three versions of ad copy focusing on different aspects of your service (relief from back pain, improving mobility, or wellness care). Keep it concise, clear, and persuasive.

Here’s a general formula you can follow:

  • Headline: Grab Attention with a Solution to a Problem
  • Body: Briefly Describe the Problem + Introduce Your Service as the Solution + Call to Action
  • Closing: Encourage Immediate Action with a Time-Sensitive Offer or Benefit

Note: use strong, action-oriented verbs and address the reader directly!


#1: Relief from Back Pain

  • Headline: Say Goodbye to Back Pain for Good
  • Body: Struggling with chronic back pain that just won’t go away? Our targeted spinal adjustments provide the relief you’ve been searching for. Experience a life free from pain—book your appointment today!
  • Closing: Schedule your first consultation this week and enjoy a 10% discount on your treatment plan. Don’t let pain hold you back any longer!

#2: Improving Mobility

  • Headline: Unlock Your Full Range of Motion
  • Body: Feeling stiff and limited in movement? Our chiropractic care specializes in enhancing mobility and flexibility, so you can move freely and live fully. Take the first step towards fluid motion—contact us now!
  • Closing: Join us for a mobility assessment and get a personalized care plan tailored to your needs. Act now; your journey to improved mobility starts here!

#3: Wellness Care

  • Headline: Elevate Your Overall Wellness
  • Body: Ready to boost your health and vitality? Our comprehensive wellness care goes beyond pain relief to optimize your body’s performance and well-being. Discover a holistic approach to health—reach out today!
  • Closing: Begin your wellness journey with us and receive a complimentary wellness workshop entry with your first appointment. Wellness is waiting—where will you take it?

Use the above template to craft ad copy tailored to your chiropractic practice’s unique offerings. Simply fill in the specifics of your service and the unique benefits you provide, and remember to include a call to action that encourages potential patients to take the next step. Experiment with different headlines and body copy to see what resonates best with your target audience.

4. The Importance of High-Quality Visuals

Visuals play a key role in the effectiveness of your ads. High-quality images or videos can grab attention and make a memorable impression. Here’s the breakdown on creating visuals that aren’t just seen but felt—right in the feels!

The Dos and Don’ts of Ad Graphics


  • Embrace Clarity: Make sure your visuals are clear and professionally done. A crisp, high-definition image or video can make all the difference between ‘just browsing’ and ‘I need this chiropractor!’
  • Keep It Brand-Aligned: Whether you choose a soothing palette for relaxation or vibrant colors for energy, ensure your visuals reflect your brand’s personality.
  • Test Different Formats: Don’t be shy to try out image ads, video ads, or even GIFs. Seeing what resonates with your audience is like finding the perfect adjustment technique—satisfying and effective!


  • Overcrowd: A cluttered image can confuse the message. Keep it simple!
  • Use Low-Quality Images: Blurry or pixelated images are the pop quizzes of advertising—nobody likes them and they give a poor impression.
  • Forget Your Call-to-Action: Your visual is your hook, but what do you want viewers to do next? Always include a clear, compelling call-to-action.


  • Testimonials: Nothing beats showing off those glowing reviews with a beautiful photo of the happy patient. It’s real, it’s relatable, and it says, ‘This chiropractor gets results!’
  • Emotional Appeals: Capture those moments that tug at the heartstrings—maybe it’s the joy of a patient being able to play with their kids again pain-free.
  • Shock Value: Though it’s not the greatest thing about social media, we can’t deny the fact that negativity sells! Headlines like, “80% Suffer From Back Pain at Some Point—Are You Next?” or “Ignoring Your Back Pain Could Cost You Thousands” captures attention and entices people to click!  Present it in a bold, visually striking way that makes people stop and think.
  • Funny Moments: A light-hearted video or a funny meme that relates to your patient’s pain points can be a breath of fresh air among the more serious medical ads. 


Now onto the biggest question of them all – how in the world are you supposed to design these templates? I get it, you may not consider yourself a graphic designer, and the thought of logging into Canva gives you the shakes. But, there’s a way to get your beautiful ad graphics without all the stress!

  1. Hiring a graphic designer: while this may be a pricier option, this is one of the best ways to have a professional craft ad graphics that are completely on brand for you + gives you the ability to be completely hands off – so you can spend more time doing the things you actually enjoy. 
  2. Leverage templates: if you’re on a budget but want to fast track your way to amazing ad graphics that convert, consider utilizing ad templates! Templates are designed to save you time while still giving you the ability to customize them to fit your message and brand. Our secret weapon for chiropractors? The Facebook & Instagram Ad Graphic Templates from the Chiro Toolkit! 

Remember, your visuals are often the first impression potential patients will have of your practice. Make it count with stunning, memorable graphics that capture the essence of your chiropractic care. Experiment, measure the impact, and continue to refine your approach.

Targeting and Budgeting for Success

Effective targeting is the cornerstone of successful Facebook ads. This allows you to zero in on your ideal patients as if you had a map directing you to where they hang out online. By focusing your ads on individuals based on their location, age, and interests related to health and wellness, you can maximize the relevance and impact of your campaigns. 

Example breakdown of how I would target patients if I were a sports chiropractor

1. Location, Location, Location:

Begin by marking your territory. Set your ads to appear in the geographical locations where your clinic operates or where potential clients reside. If you’re in a city, target areas known for active lifestyles or near sports facilities. It’s like setting up your water station along the busiest sections of the marathon route!

2. Age Matters:

Consider the age range of those most likely to need sports chiropractic services. Typically, this might be adults aged 18 to 40 who engage in regular physical activity. Adjust your ad settings to connect with this dynamic group, ensuring you’re not casting your net too wide or too narrow.

3. Dialing Into Interests:

This is where you really fine-tune your targeting. Select interests that align with active lifestyles such as:

  • Fitness and wellness
  • Running, cycling, and other sports
  • Gym memberships
  • Sports apparel and equipment
  • Local sports events and competitions

Think of it as inviting folks who are already geared up for action. You’re just pointing them to where they can get some TLC for their aches and pains.

4. Engaging the Competitors:

Don’t forget about targeting competitive athletes and sports enthusiasts who participate in local leagues or community sports groups. These individuals push their limits often and could greatly benefit from your services to stay in peak condition.

5. Wellness Warriors:

Expand your reach to include those interested in holistic health approaches. Many in this group value preventative care and might be looking for a sports chiropractor as part of their health regimen.

By following these targeted strategies, you’re not just throwing your ad into the digital void—you’re strategically placing it where it will be seen by those who will value and seek out your chiropractic expertise!

Facebook Ad Budgeting for Chiropractors

Setting and managing your ad budget wisely will ensure you get the best return on investment (ROI). Start small and adjust based on performance. Facebook allows for daily or lifetime budget settings, giving you control over your spending.

With this in mind, set a modest daily budget (e.g., $5-$10) for your first ad campaign. Monitor the performance over a week to understand how minor adjustments can impact results.

Best Practices for Chiropractic Facebook Success

To make the most out of your chiropractic Facebook ads, it’s essential to:

  • Experimenting with different ad elements is key. It’s like adjusting your approach based on what works best, ensuring every move you make counts.
  • Engage in A/B testing to determine which ad elements perform best.
  • Regularly updating your ad content keeps your audience engaged and looking forward to what you’ll share next.
  • Sharing real patient testimonials is powerful. It’s authentic proof of the impact your care has on people’s lives.

Mistakes to Avoid in Chiropractic Facebook Ads

Avoid common pitfalls such as:

  • Vague targeting
  • Neglecting mobile optimization
  • and failing to comply with Facebook’s advertising policies

These mistakes can hinder the effectiveness of your campaigns and even result in ads being rejected.

Harnessing the Power of Facebook Ads for Chiropractors

Facebook ads offer a pathway to not just reach, but deeply connect with, the patients who are searching for the very solutions you provide. By following this guide and tapping into the resources like the Chiro Toolkit, you’re not just solving the puzzle—you’re completing a masterpiece that’s your thriving chiropractic practice. 

Sound off in the comments below and tell us where you’re at in setting up your Facebook Ads. Are you in “Send help!” mode or are you a FB ad wiz? I’d love to help answer any of your questions! 


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